Rebranding: 7 signs it's time (and 3 signs it isn't)

Rebranding costs money, time and some of the recognition the brand already has. It's worth it when the current brand is holding the business back. It's not worth it when the only problem is that the people inside got tired of it.

7 signs it's time

1. The company changed size or audience and the brand still speaks to the customer from five years ago.
2. The portfolio grew and the name or visuals only describe the first product.
3. The brand gets confused with a competitor — or looks like all of them.
4. Every channel has its own identity: the website is one color, Instagram another, the business card a third.
5. The sales team doesn't use the material because they're embarrassed by it.
6. Merger, succession or new leadership that needs to mark a turning point.
7. Entering another market (or country) where the name doesn't work or already belongs to someone.

3 signs it isn't

• "We're bored of the logo." The customer isn't. Recognition is an asset; you don't throw it away out of boredom.
• Falling sales without diagnosis. Before changing the brand, check price, channel, service and product.
• The competitor changed their logo. What they did is their problem.

What to do instead of changing everything

Many cases call for a refresh: keep the symbol, update typography, colors and voice, and organize a brand book. It's cheaper, keeps recognition and solves inconsistency — which is the most common problem.

If it really is a rebrand

Plan the transition: the order in which touchpoints change, communication to customers and staff, and a period when both brands coexist. Rebranding without a transition is like changing your phone number without telling anyone.